4 1/2 Ways to Sell Your Offer with Evergreen Blogs with Guest Expert: Emelie Sanders
One of my favorite pieces of live launching are blog posts.
It sounds counter-intuitive, but BLOGGING is a big ‘ole piece of my launching and email marketing strategy.
Yes, even though they’re evergreen, long-form content.
Now that I got ya hooked (whew!), let’s take a gander at HOW I use blogs as an ongoing sales mechanism – despite being heavy on the live-launch.
BUT FIRST…
I’m Emelie Sanders, founder of Pass the Queso and comedic copywriter. I break creatives out of #girlboss jail by teaching you how to write your own copy.
Through 7 years of copywriting, I’ve seen (time & time again) that you’re the best person for the job.
Regardless of what you sell — you sell words juuuuust like me. And MY job is to equip you to nail the words each time and make it stupid-easy to write them.
*ahem*
Back to our regular programming:
Last quarter, I started incorporating blogs into my content strategy and as they’d say in “tHe SpAcE:” it’s a game changer.
Blogs are at the top of my content creation food-chain, and help me:
→ Grow my email list.
→ Nurture an existing, warm audience.
→ Add value to cold leads (I got a story for this one!)
→ Create exclusivity for my email list.
→ Promote/sell my offers on evergreen.
I content plan on a monthly basis, then dig deeper into the nitty-gritty bi-weekly. It keeps my content relevant and offers flexibility to do a 180 on the plan, if needed.
After looking at my launch calendar, I plan my weekly blogs FIRST. I plot out a concept/prompt for each Monday and use it as an anchor for the rest of my content.
Why do I do this?! Well…
1. Blogs grow my email list.
I include a CTA in every blog post, and I usually tie in a freebie.
As a comedic copywriter, most of my content is centered around humor, email marketing, messaging, or brand voice.
I send folks to my Brand Humor Type Quiz with blog posts related to humor or brand voice.
Other times, I send folks to my free Make Your Subject Lines Not Suck training.
And at the end of my satire posts, I invite readers to straight up join my email list – The Copy Cantina. This CTA is linked in my blog sidebar as well, so it’s easy to access for wandering eyes.
Growing my list = growing my sales.
Email marketing is my cash cow, and blogging provides an evergreen opportunity to add new contacts to my list!
2. Blogging nurtures my existing audience. (And creates exclusivity)
I wish I could say I just hit publish on my 302nd blog post, and I’ve NEVER MISSED A WEEK… but no.
Consistency is non-optional when it comes to blogging, but I’ve missed a week or two. (I blame this thing called childbirth…)
When a post goes live, I draft an email to my list immediately. I do 1 of 2 things:
Pick an aspect of my blog post and go DEEPER. Add more value, expand on a thought, etc.
Share a personal story and/or antidote related to the blog post.
Either way, I’m adding email list-exclusive content and sending folks to read the weekly blog. No trickery, no “click to read more” – just an email that’s got the juice, and a CTA.
From a content creation POV, I want to always drive eyes to my email list and repurpose content. So over the weekend, I use Instagram Stories to plug my list and let them know subscribers access x-content on Monday.
After the list gets first dibs on the blog post and their lil exclusive content, I’ll repurpose elements of the blog into social posts.
Full circle, baby.
3. Blogs add value to cold leads.
I could also name this: blogging gives me street cred.
NOTHING is better than entering a digital convo on Threads or in a group IG chat, overhearing someone’s biz boo boo, and sharing a blog post I wrote that will genuinely help.
While others are typing paragraphs of advice, I already have an intentionally thought-out piece of long-form content.
I don’t need to share a few mildly helpful carousels I made, or spend 10 minutes typing out my feedback.
A few months ago, I wrote my top post – How to Name Your Offer or Program (Something Not Stupid, ft ChatGPT). I found myself SURROUNDED by conversations about naming services and I began to see others sharing MY blog post on the topic.
Because it was that helpful.
Later, I hosted an AI naming workshop and was able to swap out my CTA for ticket sales. Now, the evergreen workshop is promoted at the bottom.
This single blog post helped me regularly sell this digital product to strangers, start conversations off on the right foot with cold leads, and give me major street cred.
Perfect segue to my final point…
4. Blogs sell my offers on evergreen.
I had to fart around a bit before figuring this one out.
As I mentioned, I’m a live launch kinda gal. That means I had to get creative with how to plug my offers within blog posts without maintaining a log of some sort to make sure we constantly swapped out links.
A brand value of mine is STUPID-EASY, and that didn’t feel aLiGnEd.
Besides using blogs to grow my list and sell there during launch periods, I do this:
My CTAs send folks to a page on my site like www.passthequeso.com/stand-up. When doors are open, this redirects to the ThriveCart checkout. When doors are close and I’m not enrolling, it redirects to the waitlist form from Flodesk.
I don’t currently have sales pages, but the concept would still apply. When doors close, you simply redirect the sales page to the waitlist OR your sales page buttons bring folks to waitlist.
I promote my evergreen digital products, which are connected to sales funnels. For instance, my Welcome Sequence Builder is $39 and my AI Naming Hoedown Workshop is $199. Both link up to sales funnels to a larger, related offer and they can either join a waitlist or the offer depending on launch periods.
Alternatively, the freebies I mentioned above are linked up to sales funnels to those digital products as well.
When I live launch, I don’t stop blogging.
I don’t stop sharing these posts with my email list either.
Instead, I include an additional pitch within those emails. The format looks a lot like:
[Email body]
[CTA to blog post]
[Segue to current offer]
[Offer pitch]
When plotting my blogs, I consider the launching phase I’m in so it’s a natural link to my pitch in the email.
Then, the blog can exist as a separate piece of content on evergreen while also helping me sell a current offer.
This applies to waitlist building and doors opening/closing.
Moral of the story: blogs can be used as an evergreen sales mechanism, year-round!
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